procter & gamble marketing/brand management
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Procter & Gamble Marketing/Brand Management. Meredith Suffron and Amanda Etter 9/12/02. Agenda. Provide background on Procter & Gamble Share what brand management is Describe the responsibilities assistant brand managers have Review key skills brand managers exhibit - PowerPoint PPT PresentationTRANSCRIPT
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Procter & GambleMarketing/Brand
Management
Meredith Suffron and Amanda Etter9/12/02
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Agenda
Provide background on Procter & Gamble
Share what brand management is Describe the responsibilities assistant
brand managers have Review key skills brand managers
exhibit Reminder for full-time interviewing
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About P&G… Began as a candle and soap maker in Cincinnati,
Ohio when Harley Procter met James Gamble (they married sisters)
Invented Brand Management to lead over 300 brands
#2 Advertiser and started the “soap” opera Now is a $40 billion company with over 100,000
employees worldwide Includes 12 brands that are over $1 billion in sales
(more than some Fortune 500 companies alone)
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Brand Management/Marketing
Goal: Build growing, profitable brand franchises Tide/Ariel Pampers Olay
Define and develop brand equity Equity: what a brand stands for in the
mind of consumers, more than competition, over time
What does the Neon car stand for? Or McDonald’s?
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Brand Management Business Analyst
Review market results to identify opportunities
Monitor customer growth to close gaps
Ensure profitability for P&G and customer
Work with Finance, Product Supply, Research and Development
Marketing Manager Develop marketing
plans to reach target consumer
Evaluate advertising, packaging, and direct-to-consumer materials
Work with Market Research, Sales, Finance, Agencies, Research and Development
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Asst. Brand Mgr. Responsibilities
Launch a new product Partner with the agency to develop television, magazine,
internet, billboard, radio, sampling and direct mail advertising
Lead marketing planning Own and manage the brand budget ($10-$200 million) Analyze the current state of the business to identify brand
opportunities or obstacles Partner with the agency to plan a brand’s media spending
($5-$50 million) Develop competitive defense plans Track volume/sales Partner with an agency to develop public relations plans Train a new hire or intern Develop promotions for customers (I.e. Wal-Mart, Kroger,
etc.)
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Career Path Enter as ABM After 2-4 years, may
be promoted to Brand Manager
After 3-4 years, may be promoted to Marketing Director
After 4-6 years, may be promoted to General Manager
Weave career with ‘MDO’ positions Customer Marketing Advertising
Development Marketing
Concentration Top Prospecting Direct-to-Consumer
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Key Brand Management Skills Leadership
Set a vision or goal Align with others Energize others to help you achieve your goal
Solutions Creative problem solving
Collaboration Work well with others to accomplish goal Manage different points-of-view
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Full-time Interviews
Go to www.pg.com/careers to fill out survey and submit resume by Sept. 20
We will host a presentation night for selected students
Next, will develop interview preference list
Interview the second week of October
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Questions?